Known Source is a collective of independent businesses offering quality clothing designed to last. Instead of following short-lived trends, the focus is on pieces that can be worn, shared, and appreciated over time. By curating brands that value craftsmanship and ethical production, Known Source helps people find clothing that suits their style, values, and budget. The company’s Renew feature ensures garments can be rehomed when no longer needed, promoting a more sustainable approach. Built on community input, Known Source encourages thoughtful shopping and meaningful connections.
In Conversation with Theo El-Kattan, Co-Founder of Known Source
What led you to start Known Source?
I wanted to change the way people engage with fashion and independent brands. Too often, quality clothing is either inaccessible or overlooked in favor of fast fashion. I saw an opportunity to bring together independent businesses that put thought and effort into what they create. Known Source is about making those brands easier to find while making sure every piece has lasting value.
Why focus on independent businesses?
Independent businesses bring a level of care and authenticity that you don’t always see in large-scale production. These brands aren’t just pushing trends—they’re creating clothing that holds meaning, whether through the materials, the process, or the story behind each piece. By supporting them, we help preserve craftsmanship and give people access to something beyond mass-produced fashion.
What does quality mean to you?
It’s about longevity. A good piece of clothing should last, not just physically but in style and relevance. That’s why we talk about clothes living multiple lives. If something is well-made, it can be worn, passed on, and appreciated by more than one person over time. That’s the kind of value we want to emphasize.
How does the Renew feature work?
Renew is our way of ensuring that every purchase continues to have purpose. If someone owns a piece from Known Source and decides it’s time to move on, we make it easy to rehome it. Instead of clothes sitting in closets or ending up in landfills, they stay in circulation. It’s about making thoughtful purchasing a habit rather than a one-time decision.
What do you look for when curating brands for Known Source?
We prioritize brands that create with intention. That means quality materials, ethical production, and designs that hold up over time. We also look at the people behind the brand—are they committed to what they do, and do they have a genuine connection to their craft? If the answer is yes, that’s a brand we want to work with.
How do you balance style and sustainability?
Sustainability isn’t just about materials—it’s about mindset. Instead of chasing trends that encourage disposable fashion, we focus on pieces that are versatile and well-made. The idea is to buy less but buy better. If a piece can be worn in different ways, adapted over time, and passed on, it naturally reduces waste.
What challenges have you faced in building Known Source?
Getting people to rethink how they shop is always a challenge. We live in a time where convenience and low prices often take priority over quality and sustainability. Changing that mindset takes effort, but once people see the difference in the products we offer, they start to understand why it matters.
How has the community aspect shaped Known Source?
It’s everything. The whole idea behind Known Source is to create something that reflects the people who engage with it. We listen to feedback, whether it’s about brands, styles, or the overall experience. People aren’t just shopping—they’re contributing to something bigger. That’s why we encourage conversations and ideas. If someone has a request or suggestion, we take it seriously.
What’s your personal connection to fashion?
I’ve always been interested in how clothing tells a story. What you wear isn’t just about function—it’s about identity, culture, and expression. I grew up appreciating well-made pieces that lasted, and that’s stuck with me. Known Source is an extension of that mindset, making sure more people have access to clothing that holds meaning.
Do you think consumer habits are changing?
Yes, but slowly. More people are questioning where their clothes come from and looking for alternatives to fast fashion. At the same time, affordability and accessibility are big factors. The challenge is making quality clothing available to more people without sacrificing ethics or craftsmanship. We’re working to be part of that shift by showing that you don’t have to compromise on style, sustainability, or price.
What does success look like for Known Source?
Success isn’t just about sales—it’s about impact. If we can change the way people think about their purchases, support more independent brands, and keep clothes in circulation longer, we’re doing something right. The goal is to create a lasting shift, not just another platform that sells clothes.
What’s next for Known Source?
We’re always looking to expand the brands we work with and introduce more ways for people to engage with what we do. More than anything, we want to keep building the community aspect. This isn’t just about selling clothes—it’s about shaping a better way to buy, wear, and appreciate fashion.
Theo El-Kattan, Co-Founder, Known Source
